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Chapter 4 Running Case Solution
1. How much data should Dirt Bikes collect on visitors to its Web site, and why that
data? What information could it find out by tracking their activities at its Web site?
What value would this information provide the company? What are the privacy problems
raised by collecting such data?
DB could benefit from using its Web site to learn more about its customer’s tastes
and interests. The Web site could collect information such as visitors’ age, location,
marital status, occupation, income level, hobbies, and specific motorcycle interests
(including why they might purchase a motorcycle and how they would use it—races,
2. Should Dirt Bike use cookies? What are the advantages of using cookies for both Dirt
Bikes and its Web site visitors? What privacy issues do they create for Dirt Bikes?
Cookies could be very useful for both DB and visitors to its site. The visitors
would find their return to DB’s site easier and more personal, while DB could use the
3. Should Dirt Bikes join an organization such as TRUSTe to certify it has adopted
approved privacy practices? Why or why not?
Joining TRUSTe or other such organizations can only help DB because many of
its site visitors may want to see their privacy protected. On the other hand many visitors
would not care, and in any case few will notice the certification, so that its impact would
4. Should Dirt Bikes adopt an “opt-in” or “opt-out” model of informed consent?
5. Include in your report should a draft privacy statement for the Dirt Bikes Web site.
The TRUSTe Web site (http://www.truste.com) is a good place to obtain information and
a model privacy statement. If students use the TRUSTe model privacy statement as a
foundation for Dirt Bikes’ Web privacy statement, the privacy statements they develop
6. (Optional) Use electronic presentation software to summarize your recommendations
for management.
